A presentation by SiteGround's Chief Operations Officer Reneta Tsankova given at the World Joomla Conference 2012. This session revealing real life example how negative feedback can be handled in such a way as to convert unhappy prospects or customers into happy.

1. PEOPLE SAYING BAD THINGS
ABOUT YOUR BUSINESS?
What To Do…
Reneta Tsankova
COO SiteGround.com

2. ABOUT ME
Marketing expert
Customer service manager
Currently COO

3. WHY CARE WHAT (ANGRY) PEOPLE SAY?
Things people say about you
Make
Your Reputation
Makes
Your Sales

4. HOW TO KNOW WHAT PEOPLE SAY?
Spy Your Own Brand
1. Watch what’s new on Google
Add a Google alert for your name
Google “your name + reviews”
Google “your name + sucks”
2. Watch Industry related sites
3. Facebook and Twitter (Tweetbeep)
STAY ALERT AND DO IT REGULARLY!

5. Before Taking Any Action, PREPARE
1. Investigate
1. Understand the REAL pain
2. Synchronize internally
1. Don’t let your emotions guide you

6. Strategies to Counter-Act

7. #1 EXPLAIN YOUR POINT OF VIEW
WITH FACTS AND A FRIENDLY TONE
Customer claims you did something bad,
using just part of the facts.

8. #1 EXPLAIN YOUR POINT OF VIEW
WITH FACTS AND A FRIENDLY TONE
Example:
A hosting customer complains his
small website was stopped for loading the server.

9. #2 Apologize and Say “Thank you”
You made a mistake that might not lead to
damages but could make people distrust you.

10. #2 Apologize and Say “Thank you”
Example:
Brian Teeman: (about Jhackguard)
The extension is so badly coded that it tests for things
without checking the context. For example it is
impossible to write an article about a trade union as
the extension removes the word union

11. #3 Compensate The Customer
Reasonably
Your service really failed, whether or not it was
your fault.

12. #3 Compensate The Customer
Reasonably
Example:
Hard disk failure of a shared hosting server.

13. #4 Know When To Stop Explaining
Customer says you did
something bad.
Talking too much about it becomes
useless at some point.

14. #4 Know When To Stop Explaining
Example:
The small account overloading the server

15. Preventive Strategies

16. #1 Monitor The Early Signs and Follow Up
Follow up customers who complain to representatives
of your company about a problem they have.

17. #2 Channel The Negatives
1. Give easy escalate options
2. Let customers rate and
follow up bad ratings

18. #3 Motivate Clients To Say Good Things
1. Take advantage of the momentum
and push for positive reviews
2. Organize Campaigns in Facebook
and Twitter (Thanksgiving is coming)

19. # 4 Do Things Right and Search for
More Ways To Do Them Even Better
If you are doing a good job, you learn from your mistakes and
your customers know that, there will be less negative
feedback to handle and more fans to jump into your defense
if needed.

20. Care to share your cases?
Your turn

21. Thank you!
Reneta Tsankova
reneta@siteground.com
+359885446111
@reneta